The workshop will show the importance of CRM, SRM and technology in aligning the business strategies with Supply chain strategies. This workshop is aimed at both suppliers and buyers who need an overview of the key skills and drivers involved when viewing supply chains from a value chain point of view. It examines what supply chain management is fundamentally about. It will also explore how to change current methods and activities so that benefits are obtained. Throughout the workshop the Rules for Effective Supply Chain Management are identified and discussed.